Law firm SEOthat brings in cases.Not vanity metrics.
We get small U.S. law firms ranked on Google and AI search for the practice-area searches that turn into signed clients, owner-led, month-to-month, no agency layers.
Talk to the owner directly
Most law firm SEO is theater. Ours isn't.
The legal industry is the most over-marketed niche in SEO. Walk a bar conference and you'll meet a dozen agencies charging $5,000+ a month to send PDF reports full of "impressions", a metric that doesn't pay anyone's salary. We do the opposite.
Our entire job is to get your firm in front of the specific person searching "DUI lawyer near me" or "how much does a family law attorney cost in [city]", and to make the page they land on convert that visit into a phone call or a filled form. Everything else is decoration.
What law firm SEO actually means
On the site itself, four things drive legal rankings: on-page authority (practice-area pages that answer real client questions, attorney bios with verifiable credentials), technical health (Core Web Vitals, schema, crawlability, mobile speed), content depth (FAQ content, city and neighborhood landing pages, internal linking that builds topical authority), and AEO structure (schema and answer-shaped content so AI search engines cite you). Those four are what we build and maintain, every month.
Off-site signals like Google Business Profile and reviews matter too, but those stay with your firm. We tell you what to do with them and how they interact with the on-site work, but the GBP login, the review outreach, and the directory listings are yours to run.
What's different about a boutique firm
You can't outspend Morgan & Morgan and you shouldn't try. Boutique firms win by going narrow: one practice area, one or two metros, and content that's unmistakably written by lawyers who actually handle those cases. That's a content + local strategy, not a link-buying arms race.
Monthly law firm SEO, all owner-led.
Technical audit + fixes
Core Web Vitals, schema markup, crawl errors, mobile speed, internal linking, all monitored and fixed continuously, not in a once-a-year report.
Practice-area pages
One conversion-tuned page per practice area + city combination, written to answer the questions real clients ask.
City + practice-area pages
Location-specific landing pages for each metro you serve, tied to the practice areas that get real search volume in that market.
AEO for AI search
Schema, FAQ markup, and answer-shaped content so ChatGPT, Claude, and Google AI Overviews cite your firm when someone asks about your practice areas.
Plain-English reporting
Monthly report showing rankings, organic traffic, calls from search, and form fills, tied to actual case inquiries, not impressions.
Ongoing site adjustments
Copy tweaks, new pages, intake form changes, hosting + SSL maintenance. Included month-to-month with no extra invoices.
From discovery to first ranked page.
A realistic timeline. No 'page-one in 30 days' nonsense.
Week 1, Discovery & audit
30-minute call to map your practice areas, target cities, and current site state. We pull a technical audit, competitor SERP analysis, and keyword opportunity report. You get all of it.
Weeks 2–3, Site build or rework
Either a full rebuild (if your existing site is the bottleneck) or targeted fixes, technical SEO, page speed, schema, attorney bios, and practice-area page restructuring.
Month 1, On-page foundation
Technical fixes, schema markup (LegalService, Attorney, FAQ), internal linking restructure, and the first batch of optimized practice-area pages. The on-site foundation everything else compounds on.
Months 2–4, Content + AEO
Practice-area pages, city-specific landing pages, FAQ content built from real client questions, and answer-shaped structure so AI search engines cite your firm.
Month 3+, First rankings move
Long-tail and local terms start ranking first. Head terms ('personal injury lawyer [city]') follow in months 6–12 depending on metro competition.
Ongoing, Compound growth
Each new page adds to the topical authority of the previous ones, so results compound. The same SEO work that's stalled at month 3 typically starts pulling real case inquiries by month 6 to 12.
No account managers, no offshore work.
One person, full stack
Strategy, technical fixes, content, and reporting all done by the same person, every month. Nothing slips through handoffs because there are no handoffs.
Honest reporting
If a month is slow, you'll hear it from us before you ask. If a tactic isn't working, we kill it instead of padding the report.
Month-to-month
No 12-month contract. If we're not earning our keep, cancel with 30 days' notice and walk away with everything, site, content, and data.
What law firms ask about SEO.
Law firm SEO is the process of structuring a law firm's website and on-page content so it appears at the top of Google and AI search for the practice-area + city queries potential clients actually make. It's a mix of technical site health, on-page content tuned to legal intent, schema markup, and content depth that signals topical authority.
Expect real movement in months 3–6 and meaningful case flow by month 9–12. Newer domains or competitive metros (Los Angeles personal injury, NYC family law) take longer. Anyone promising page-one in 30 days is either spamming or lying.
Legal queries are high-stakes, high-intent, and heavily regulated. Google applies its strictest E-E-A-T standards to YMYL (Your Money or Your Life) topics, which includes legal. That means attorney bios, bar credentials, real case examples, and trust signals matter more for legal SEO than for almost any other industry. Bar-association ad rules also constrain claims you can make on the page.
Sites by Harris charges $150/month for ongoing SEO and site work after a $1,500 build (or $2,750 annually). National agencies usually quote $2,500–$10,000/month with a 12-month contract. The difference is mostly account managers and sales overhead, not better outcomes for small firms.
Yes. You get a plain-English monthly report showing keyword rankings, organic traffic, calls from search, and form submissions, tied to actual case inquiries, not vanity metrics like 'impressions'.
No, it changes it. The same signals that rank you on Google (clear content, schema, authority, citations) determine whether ChatGPT, Claude, and AI Overviews cite you. We optimize for both in one pass; we call it AEO (Answer Engine Optimization).
More for law firms.
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Read moreAttorney SEO
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Read moreHiring an SEO Company
A buyer's guide for lawyers evaluating SEO proposals, questions to ask, red flags to avoid.
Read moreStop paying for impressions. Start booking cases.
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